Lol. We need to make up our minds, don't we?
Do we want to be angry that the school was trying to increase revenue to compete in sports, or do we want them to leave revenue on the table for others to take?
Do we want UK to build and pay for an admin staff to create, manage, implement, market, and enforce trademark and copyright across the country, or do we want a company staffed for it with a cross country market reach to do that for UK?
Did you hire and maintain a whole, in-house creative team to develop, print, and distribute your brand, logos and marketing, or did you hire another company or two to do that?
Hmmm... let's see... Did you hire an in-house graphic designer, web designer, web programming and hosting specialist, customer database developer, email marketer, construct a server room, buy the equipment, software, and peripherals... OR did you use a printer to make your business cards and fliers, some guy in Asia to create your logo, use a hosting company like GoDaddy, and use a CRM to help manage your customer database.... ?
UK saved money and brought in more revenue by selling those rights to JMI before others figured out what it is was worth. Somebody has to be the first (which you should be applauding), yes, but it's the beginning of a contractual cycle of renewal and they had more money day one than anyone else.
It was a smart move for the time.